Diageo ups the Bulleit proof

Diageo has introduced Bulleit Rye and upped the strength of its Bulleit Bourbon in the UK and Germany.

The Kentucky bourbon, which has been available at an abv of 40% will be replaced by the 45% abv domestic recipe.

The bourbon - which costs £27.00, or equivalent – will be rolled out to the rest of Europe (Norway, Sweden, Denmark, Belgium, The Netherlands, Italy, Spain, Greece and Austria) from next year.

Bulleit Rye - which enters the region for the first time priced at £32.00, or equivalent - has 95% rye content against the industry standard of 51%, and also carries an ABV of 45%.

According to Diageo, Bulleit Rye has become the largest selling rye whisky in the US since its launch in 2011.

Bulleit founder Tom Bulleit told DI: “It’s the same product as 12 years ago, which was compatible with European tastes at that time, which was 40%/80 proof. I think it was probably a mistake [to launch a 40% abv variant] but given the evolution of the cocktail culture [in the Western Europe] we wanted to bring back the domestic proof and change the label.”

Nick Temperley, head of Diageo Reserve Brands, GB, said: “In the UK, American whiskey is out-performing total spirits, with the bourbon category in particular showing strong growth.* Both Bulleit Bourbon and Bulleit Rye meet this growing consumer demand for premium US whiskey, while responding to a current trend set by bartenders for rye-whiskey led cocktails.

“With rye being the cornerstone of the Bulleit Bourbon recipe, Bulleit Rye was a natural extension for the brand and we are confident that both our on and off-trade customers will find both whiskeys an exceptional addition to their American whiskey offering.”